Our Story


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A child’s health and growth is of the utmost importance to parents and is essential in shaping their future. Happiness and joy play major roles in the balanced development of children.  Hugger grew organically out of this concept when its founder saw joy and happiness on the faces of those who used his first products. 

Core Values




When we set out to design our first baby bag, we understood that as your child took its first independent steps out into the big wide world, you'd want to make sure they felt safe and supported.

We designed the Totty Tripper safety harness backpack to give you a direct connection to your child via the detachable rein. It gives you confidence to let them move freely within your reach, all wrapped it up in a gorgeous colour range using patterns designed to light up your child's imagination.

Even after our bags have passed European safety standards for harness backpacks, they are rigorously tested to destruction to make sure they last and last.




Some years later, Hugger recognised the need to develop a full collection of travel accessories to include everyday items ranging from backpacks and diaper bags, tableware and cutlery, to thermos flasks,  water bottles and travel pillows. 

Colourful and vibrant, they are made with the highest quality materials, providing parents with safe, comfortable, high end products for their family.

our origins

HOJO, the brand’s creator, was born in Liverpool, England. From a young age he began designing and making multi-colour backpacks, finding inspiration in his family’s garden. From the flowers and trees, to the little creatures that frequented the garden, to the grass and the plants that grew there. Once he had his designs drawn, his mother would help him sew them up into backpacks that he would then gift to his classmates.

His friends and classmates loved the bags, and the joy HOJO felt from this experience would never leave him.

After years of hard work as an independent designer, to a successful one who sells in over 10 countries, HOJO still feels the purity of being a young designer, and brings that joy into the designs at Hugger. To keep the values and attitudes of love, care and happiness at the heart, to continue to create practical, safe and fun products for children to use.

our future

Improvement in product design and pattern print creation is at the forefront of what we do. When we develop new products we have to consider safety, comfort and security in every product that we launch. This is why we utilise eco-friendly materials that have passed the latest European safety standards. The printing technology that we employ provides bright, exciting colours that won’t fade, printed on materials that are lightweight, water resistant and soft to the touch.

We care about our world and environment and this message is represented in the products we make. That’s why every child should own their very own HUGGER!